simplotecu.com

User Experience ReviewThe Good, the Okay, and the Ugly

Get more signups for memberships and loans

The day you start talking to your audience and it’s about them, that’s the day that business really happens.

SCOTT STRATTEN

UX Review simplotecu.com

What’s on the menu?

1. ASHLEY WANTS TO BECOME A MEMBER

2. JOHN, A MEMBER, NEEDS AN AUTO LOAN

3. UX SCORECARD

UX Review simplotecu.com

1. Ashley wants to become a member

Ashley, a younger woman, is interested in becoming a member. She heard about your credit union from a

coworker. She currently banks at Wells Fargo.

UX Review simplotecu.com

Ashley: Let’s see if I want to become a

member.

Ashley: Let’s see if I want to become a

member.

I know CUs are member owned, but

why else would Simplot be any

better than Wells Fargo?

First, what is going on up here? This

makes me feel like something bad is

happening. Is this a warning message? Am I about to get a

virus?

Okay, I’m being told about new office

hours. I can dismiss this message.

First, what is going on up here? This

makes me feel like something bad is

happening. Is this a warning message? Am I about to get a

virus?

Much better! :) That could have

been less scary. Let’s do some quick

exploring.

Much better! :) That could have

been less scary. Let’s do some quick

exploring.

“Once A Member, Always A Member” I like the sound of

that.

Much better! :) That could have

been less scary. Let’s do some quick

exploring.

“Once A Member, Always A Member” I like the sound of

that.

Looks like I might find a great rate on a loan with Simplot, I like the idea of that.

That’s strange, these look like ads…

Overall this website seems a little

outdated.

Overall this website seems a little

outdated.

The homepage lacks the professional look

and feel I would expect from Simplot.

After all, the J.R. Simplot Company

website looks more delightful, and

forward-thinking.

After all, the J.R. Simplot Company

website looks more delightful, and

forward-thinking.

Perhaps Simplot Employees Credit

Union is still working on a new website.

Editor’s note: Let me point out a couple

things that make the website say, “I’m

outdated and not very engaging.”

The site is more narrow than most modern websites.

The site is more narrow than most modern websites.

Good websites today make better use of the screen space,

and use large engaging imagery.

Many of the graphics, buttons, and textures look

unprofessional.

Many of the graphics, buttons, and textures look

unprofessional.

Clouds and gradients are out, clean white space

is in.

Many of the graphics, buttons, and textures look

unprofessional.

These graphics are clip-art-looking.

Many of the graphics, buttons, and textures look

unprofessional.

This section is stuffed with

information and small text sizes.

Editor’s note: Sorry for the barrage of negative

comments, but hopefully our comments

explain why Ashley’s first impressions of

simplotecu.com are that it’s “outdated” and “lacks

the professional look and feel I would expect

from Simplot.” Your website reflects your brand. Unfortunately,

negative impressions of your website means

negative impressions of your brand as a whole.

Back to Ashley: So, to learn more

about being a member, I should

probably check out these pages.

Back to Ashley: So, to learn more

about being a member, I should

probably check out these pages.

Maybe this one as well.

Back to Ashley: So, to learn more

about being a member, I should

probably check out these pages.

Maybe this one as well.

Ah, this page could also be useful.

Let’s start here!

It’s lonely here

It’s lonely here

I expected some imagery that would

make me feel excited about joining.

That’s neat, I am eligible to join

because my father is employed by the J.R.

Simplot Company.

That’s neat, I am eligible to join

because my father is employed by the J.R.

Simplot Company.

Still, I wonder what this credit union has

to offer me that Wells Fargo doesn’t.

That’s neat, I am eligible to join

because my father is employed by the J.R.

Simplot Company.

Still, I wonder what this credit union has

to offer me that Wells Fargo doesn’t.

Looks like I have to call to join. I’m not too keen on that, let’s look around some more first.

Hold the phone, there was a link in

this area on the homepage, where

did that go?

Hold the phone, there was a link in

this area on the homepage, where

did that go?

Hold the phone, there was a link in

this area on the homepage, where

did that go?

I’ll just go back and find it.

Oh no, the virus thing is back!

Oh no, the virus thing is back!

Oh yeah, it’s just a notice.

All better. Let’s go check out that link.

OK, sounds like switching is easy.

OK, sounds like switching is easy.

“Free debit card” and “low or no fees!” I like

the sound of that!

OK, sounds like switching is easy.

I’d still like to know more about why I

should join Simplot Employees CU.

“Free debit card” and “low or no fees!” I like

the sound of that!

I’m going to explore other pages.

“Who We Are.” Maybe this page will tell me why I should

join.

Who We Are, maybe this page will tell me why I should

join.

Who We Are, maybe this page will tell me why I should

join.

Now I’m finding helpful benefits of being a member

Who We Are, maybe this page will tell me why I should

join.

Now I’m finding helpful benefits of being a member

“Not driven by profits” I like that

idea, a lot.

Who We Are, maybe this page will tell me why I should

join.

Now I’m finding helpful benefits of being a member

“Not driven by profits” I like that

idea, a lot.

Now we’re talking! I want to feel safe

knowing my financial institution will help me during

times of trouble.

Who We Are, maybe this page will tell me why I should

join.

I found lots of good info here. Let’s learn

a bit more.

Let’s see what their members are

saying.

Hmmm. Not quite what I was looking for.

Well, I already looked at this, and I’m not sure I want to call

them right now about becoming a member. So, that’s it for today.

I’m off to lunch.

Well, I already looked at this, and I’m not sure I want to call

them right now about becoming a member. So, that’s it for today.

I’m off to lunch.

Editors Note: The greatest failure of this whole process is that Ashley did not have an opportunity to

submit her name and contact info saying,

“I’m interested in becoming a member.”

We cannot overemphasize the importance of lead

capture if growth is a goal of the CU.

RECAP - Ashley wants to become a member

The Good

The OK

The Ugly

• Navigation system is simple

• Helpful information on the “Who We Are” page about the benefits of joining Simplot

• Sub pages are not overwhelmed with information, but needs to be more interesting, and benefits oriented.

• No lead capture; no way to submit my name and contact information online

• Simplot Employees CU seems well established, but “behind-the-times”

2. John needs an Auto Loan

John, a member of your credit union, needs an auto loan to buy a new car.

UX Review simplotecu.com

Let’s see if I can get a good deal on an

auto loan.

Let’s see if I can get a good deal on an

auto loan.

There are a few things I want to

check out.

Hey, look at that! I might find the best

loan rates around.

Hey, look at that! I might find the best

loan rates around.

Should I be looking somewhere else? I

hope I wouldn’t have to drive there.

Hey, look at that! I might find the best

loan rates around.

Should I be looking somewhere else? I

hope I wouldn’t have to drive there.

I don’t think I’m ready to apply yet.

That’s a pretty good rate for a new car.

!Let’s check this out.

Shucks, can’t click this to learn more…

That’s a pretty good rate for a new car.

!Let’s check this out.

I’m sure I can learn more about auto

loans here

Shucks, can’t click this to learn more…

That’s a pretty good rate for a new car.

!Let’s check this out.

Look at this happy Simplot member!

Hmm, I expected more useful

information about auto loans.

Look at this happy Simplot member!

Ah, rates. Let’s learn more about the rate

I saw earlier.

OK, for a car that’s 2 years old or newer I can get that rate of

1.99%

Let’s crunch some numbers and find

out what my payment will be.

This is quite the list of calculators… I’m only interested in auto loan related

calculators.

This is quite the list of calculators… I’m only interested in auto loan related

calculators.

Aha, a calculator for monthly payments.

Awesome!

Ouch, pop-ups are so 2001.

Let’s plug in some numbers.

Let’s plug in some numbers.

I can handle that payment! Let’s just hope I can lock in that interest rate.

Editors Note: Calculators are great tools for visitors

with interest in loan products. You are missing

out on a lot of potential borrowers by not asking calculator users if they

are interested in learning more, then asking for

their names, email addresses, and phone

numbers.

Now, let’s check out this loan application.

Scroll down

Scroll down

I’m definitely not ready to complete this very long

application.

I’m definitely not ready to complete this very long

application. Well, I’m off to lunch.

I’m definitely not ready to complete this very long

application. Well, I’m off to lunch.

Editors Note: Maybe I’m beating a dead horse, but once again the greatest failure of this whole process is that

John did not have an opportunity to submit his name and contact info

saying, “I’m interested in getting an auto loan.” We cannot overemphasize

the importance of lead capture if growth is a goal of the CU.

RECAP - John needs an auto Loan

The Good

The OK

The Ugly

• The homepage offers multiple calls to action for loans including a quick look at the great auto loan rates that Simplot has to offer.

• I could not find enough useful or compelling information about auto loans

• The only call-to-action for getting a loan is an extremely long form

• No lead capture for someone that is not ready to apply for an auto loan but is looking for auto loan solutions with Simplot.

3. UX Scorecard

Along with this UX Review, we have created a UX Scorecard. The Scorecard goes hand-in-

hand with the Review to show your website’s strengths and weaknesses. While

the Review focuses on specific user experiences, the Scorecard considers more

general aspects of your website’s user experience. Ultimately, we hope this information will be used to help you

generate more leads through the website for memberships, loans, and other services.

!The Scorecard will be shared with you

separately. The image to the right shows what the Scorecard looks like.

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UX Review simplotecu.com